On Principles and Strategies of Brand Name Translation参考.doc

On Principles and Strategies of Brand Name Translation A Thesis Submitted to College of Foreign Languages Xingtan College, Qufu Normal University In partial Fulfillment of the Requirements For the Degree of Bachelor of Arts By Liu Jia Under the Supervision of Fang Ping May 2013 ACKNOWLEDGMENTS This paper has taken me a long time to turn it from conception to the final completion. It is a work of joint efforts from many people to whom I would like to express my gratitude. First and foremost, I would like to show my deepest gratitude to my supervisor, Fang Ping, a respectable and resourceful teacher, who has provided me with valuable guidance in every stage of the writing of this thesis. Without her enlightening instruction, impressive patience, I could not have completed my thesis. Her keen and vigorous academic observation enlightens me not only in this thesis but also in my future study. Second, I would like to thank all my teachers who have helped me in study and life in the past four years. They helped me with the preparation of this thesis in many ways. Last, I would like to show my deepest gratitude to my beloved family for their love, support and understanding all the time. Their love and support makes me successfully completed my four years study in Xingtan College Qufu Normanl University. 摘要 商标是商品和商业服务的标记。通过商标可以区别不同商品生产者、经营者或商业服务提供者的商品或服务,可以了解产品或服务的性质和特点, 还可以刺激消费, 提高商品的市场占有率。伴随着经济的全球化和中国加入世贸组织，人们越来越多的意识到：在产品销售过程中，好的商标名称以及国际化的商标名称发挥着至关重要的作用。研究商标名称是一项必要而且紧迫的任务。商标的翻译也提升到一个新的高度。就此, 本文在对商标基本认识的基础之上,拟出一些商 标翻译中应遵循的原则。 同时, 简要地归纳一些常见的商标翻译策略, 包括最常用的音译法, 直译法 , 音意兼译法，从而为得到更好地商标翻译而服务。 关键词：商标；翻译；原则；策略 ABSTRACT A brand is shown by the name of a person, a place or an animal; a sign, a design or a combination of them and the good brand has the function of distinguishing and providing information of the products, attracting the attention of the audience, persuding them into action of buying the products, thus promoting the sale in a larger market. With the globaliz